My look at adverts, marketing techniques and social media that have that something special.
I first saw this advert on my Facebook newsfeed. The person who shared the video added the comment “I can’t work out if this is brilliant advertising or just plain horrible.”
I strongly recommend you watch this advert first before reading any further as its power comes from the shock, and this is an advert you will only need, or want, to watch once.
Initially I thought it was purely about cancer, and research and donations, as you are drawn in closer and closer to this mans battle. I think what was the most distressing part for me was watching his daughter throughout. Not only has she grown up with her father who is ill which would be very upsetting, when she thinks it is safe again, she witnesses her father die.
The image of his dead corpse too I found incredibly disturbing, not like any death you’d see in a Hollywood movie, this depiction is haunting.
Finally what I must praise is the use of sound in this advert. The song “I’m Here” by Sia is the backing track, though I doubt I can listen to it again without a part of my getting emotional inside. The only dialogue we are allowed are the horrible words where he tells his wife he has cancer (which is hardly audible), and then again at te end where panic ensues. The moment the voices of panic cut in highlight the realisation of terror even more, as life is taken away in such a sudden swoop.
Now I do think this advert is upsetting, and I can see why some people have been annoyed by it, (click-through and read some of the comments for yourself), but for this case I think it’s worth it.